This report is the final report in a four-part series, exploring variety discount shopper behaviour. Variety discounters include Poundland, Wilko, B&M and Home Bargains.  In this report we reveal which categories are most likely to be purchased on impulse and the factors most likely to drive impulse purchasing

Read the other reports in the series:

• Destination categories in variety discounters
• Importance of brands in variety discounters
• Shoppers’ attitudes towards variety discounters grocery proposition